Customer Reviews

Product Leadership: Creating And Launching Superior New Products

5 star:		(6)
4 star:		(5)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

The value of this book lies in two major aspects. Cooper is a world expert at the product development process, and focuses on the elements needed to make that process successful (rather than just explicating the steps). He does this by pointing our the critical sucess factors. Six of these focus on the process elements that are necessary, and seven more focus on critical elements for execution. However, just as important, Cooper makes use of his vast background in consulting and his knowledge of the workings of many companies, and fills the book with commentary on the usage and limitations of the process, using examples from real companies, and "Key Points for Management. He is one of the few consultants who has developed a process who also teaches the reader how to make it valuable to his own needs.

I purchased this book primarily on the positive ratings. Anyone who has spent time actually developing new products would see that this book is a recipe for gridlock, stonewalling and endless corporate posturing in any American company. The author's assertion on the widespread adoption of his Star Gate process is also dubious. It appears this book was written by consultants for other consultants. Product, marketing and brand managers should avoid.

If you want a book on how to develop products I would suggest the Fast Forward MBA in Project Management. While not specific to product development, it gives you the background and tools for more effectively manage big projects (e.g. product development).

This is a good book about developing a new product Process. I recommend it for anyone working to develop a product development Process. It has less to offer directly to product managers, entrepreneurs or anyone on the front lines of launching new products.

The subtitle of this book is a misnomer. There are few specifics regarding "Creating and Launching Superior New Products". As that's why I purchased the book, the first 100+ pages were..... disappointing. A more apt subtitle/marketing proposition would be "Developing and Managing New Product Development Efforts"

That said, "Product Leadership" will be a very useful resource to me for several reasons:
1) Comprehensive checklists of what to consider when working with new products
2) A clear framework for Managing New Product Development (Stage-Gate).
3) A terrific introduction to product portfolio management

Pros
- Clear, consise, well-written by an expert and well-edited
- Breezy helpful checklists easy to revisit as needed
- Clear, simple frameworks help focus on the big picture for the company.

Cons
- Few case studies or anecdotes
- Not much here about how to actually create and launch the new products

In a world where senior management has limited time to absorb a wide variety of new ideas, Product Leadership provides an overview of the key issues in new product management. If the reader were to then take action based on the principles, processes and guidelines laid out in this book, they would reap significant rewards for their organizations.

Most reviews on this book concentrate on how to develop new products, but one should not underestimate the corporate value to the discipline inherent in the process. Cooper's Stage Gate forces the best out of the planners and keeps the momentum focused on winners. What it also does is make best use of R&D money so you can be sure these valuable dollars are constantly working hard for superior results. Even the Finance people can get on board this process quickly and enthusiastically.This is a must read for anyone involved in the strategic planning process no matter what the company.

I purchased Dr. Cooper's book on recommendation of an attendee at one of my seminars. He commented on the similarities between the book's 'stages' and 'go/kill' gates (decision points) and the FDA's medical device design control requirements. After having read the book, I must agree. Dr Cooper recommendations confirm my own experience in project leadership, developed in the '80's at a large multinational pharma/device manufacturer, modified by the recent requirements for 'design control' mandated upon the medical device industry by the FDA (and similar to ISO 9000). I've always stressed the use of regulatory requirements to achieve business goals, not just to satisfy some regulatory entity. Dr. Cooper clearly shows how adding such similar discipline to the product development cycle, especially at those starting phases (R&D) where many scientists, engineers, and senior management feel control stifles creativity, does just the opposite. His (and the FDA's) system add predicability, decision making over a company's entire product development portfolio, to reduce cycle time, reduce overall product devel. costs, ensure the 'voice of the customer' is part of the design, and increases tremendously the chance of a successful new (or line extension) product. I highly recommend the book.

Cooper's previous books have covered different aspects of the demanding task of managing the development and introduction of new industrial products. We heard he was preparing a slim volume suitable for high level general managers, and this is it. Cooper's writing ability guarantees an absorbing read, and his vast amount of practical experience in companies guarantees that you learn how to make the advice really work. My only criticism is that this book needs to be slimmer still for a generalist audience, though it does have key-point boxes running through.

Excellent text book style on the product development process. First part of the book is a bit dry and technical but does its job of highlighting the necessities of succesful product development and management.

Later in the book the principles are applied in more real examples that are easier to comprehend.

Overall a very good book for Product Managers new to the task or looking to refocus their energy. There are other books just as good and a bit less technical so don't end your reading with this book.

Robert G. Cooper capitalizes on his long hands-on experience to analyze the key elements that make the product development process across industries successful. The key strength of Cooper's book lies in the systematic approach that he adopts in identifying the dos and don'ts of the product development process. Cooper helps readers understand the usage and limitations of that process. Unlike Clayton M. Christensen in The Innovator's Dilemma, Cooper unfortunately does not make a very clear distinction between sustaining and disruptive technologies and their impact on the product development process in his otherwise excellent book.

Here is a book that concentrates on the senior managers (including the CEO) and their roles in the company's new product efforts. The contents include key factors for success, the new product development process, portfolio management and also new product strategy. Some of these topics have been covered in other books by Cooper. But here you'll find them in a condensed form. And most important: The book has many "Key points for management". These key points are very concrete actions the senior managers take to set the stage for a highly successful new product effort in their company.